Hospitality Consumer Behaviour and Insight: Understanding the Consumer

This report explores the different factors influencing consumer behaviour in the hospitality sector, changing consumer trends due to digital technology, stages of the consumer decision-making journey, and the importance of mapping a path to purchase. It also compares and contrasts the key differences in the hospitality decision-making process in the context of B2C and B2B, using specific hospitality examples.

Understanding the consumer

Table of Contents
Introduction................................................................................................................................3
Main Body..................................................................................................................................3
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour ..............................................................................................................3
Explore how consumer trends are changing due to the impact of digital technology............4
Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service..............................................................................5
Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector.............................................................6
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples..............................................7
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process...........................................................................8
Evaluate how marketers can influence the different stages of the hospitality decision-
making process giving specific hospitality examples............................................................9
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector......................................................................................9
Conclusion ...............................................................................................................................10
References ...............................................................................................................................11

Introduction
Consumer Behaviour basically involves the study of organizations, groups and
individuals which are basically associated with the disposal of services or goods and purchase
activities. Consumer behaviour consists of how the consumer's preferences, emotions and
attitudes affect the behaviour of the consumer. In this report, Hillbark Hotel and Spa is
chosen as the organisation. Hillbark is a UK based historic and luxurious wedding venues,
business space, spa and hotel. In this report it involves the various personal, cultural,
psychological and social factors that basically influence the consumer behaviour. It also
includes the various reasons how the consumer trends are changing with digital technology's
impact. In addition to that it involves the various stages of the consumer decision making
journey and also helps in mapping a path to purchasing for the hospitality service. Moreover
it involves the comparison among the key differences in the hospitality decision making
process in context to the B2B and B2C. Furthermore, the report involves the different stages
of the hospitality decision making process with specific hospitality examples. In the end it
involves how the marketers are responding towards the decision making process with
application on the relevant examples from the hospitality sector.
Main Body
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour
Within a market, a consumer have different needs and unique nature that are helpful
for exhibit the different nature and their behaviour related to purchase decision for
influencing decision making process related to culture, social, personal and psychological
factors.
Personal Factors influencing Consumer Behaviour: There are different factors that
are helpful for the hospitality sector to analyse the personal factors of the customers. This
may be related to Age, Occupation, Life cycle, Personality and Self-concepts. All are related
to work and make systematic changes in an effective manner. The nature of the consumer is
depends on their daily life style and enhancing standard of living in an appropriate manner
(Birn and Stone, 2021).
Cultural Factors affecting Consumer Behaviour: Culture is basically shown as the
way of living and thinking of the customer and that nature which is followed from generation
to generation. It will includes the knowledge, belief, traditions and morals within the society.

This is basically helpful for the HillBark hotel to manage their heritage in an effective
manner and work as per the growth and need of the organisation in sufficient manner.
Social Factors influencing Consumer Behaviour: It can be related to the individual
with similar interests and groups, opinions and activities that are helpful for generalising the
statement and work in an effective ways. There are different type of social groups which
include references group, contractual group, avoidance group, aspirational group (Chiu and
Mont, 2021). All is related to work and opinions to manage the significant aspects in an
effective way. These social factors are helpful for the HillBark Hotel to manage their
integrity and work as per the need and demand of the customers.
Psychological Factors affecting Consumer Behaviour: Most of the customers
behave differently towards the different approaches of the hotel that are related to the
consumer behaviour approach. With the help of analysing motivation and involvement of the
customers are very effective and strategic in different manners. There are different role and
statue which affect the growth of the company and achieve the psychological factors that may
affect the consumer behaviour pattern of the hotel and expand its services to their valuable
customers. Perfunctory Investigation basically involves two terms “Perfunctory” and
“Investigation”. Perfunctory basically involves the hasty or without giving attention to the
detail and investigation basically involves an inquiry into questionable or unfamiliar
activities. In context to the behaviour of consumer, a consumer or indidviual is basically led
by his various psychological factors, social class, culture, personality, family, membership
groups, culture and other various cultural factors that basically involves the trends that
basically involves the societal environment and social environment with deep understanding
of the various factors that need to identified and understand that have a major influence on
the operations of hospitality industry and its operations.
Explore how consumer trends are changing due to the impact of digital technology.
Digital technology are the major consent for the growth in different platform and
achieve the success for getting effective trend and general development in the most behaving
pattern for analysing the major changes due to the impact of their use of digital technology
within the hotels.
More use of technology: Most of the technology, brought millions for consumer’s
fingerprint for gaining major concert for shopping (Connell, Marciniak and Carey, 2021).
There are different technologies which are used by the growth and make technology to online

marketing to go stores for different technology to use of different growth in the marketing
concept.
Market research: With the help of different marketing concepts are related to
analyse the major marketing research in order to analyse the drastic change and behaviour in
an effective manner. Most of the customers are able to work and research on the market,
before choosing their hotel or destination place. It would be helpful for the company to work
and make systematic changes in an effective manner and provide the reliable feedback to
manage the data and achieve success.
Different expectation: Most of the customers are referred to those services that
provide a different and dramatic course of actions. On the digital platform there are different
information which are related to the customer’s behaviour and their take of actions. There are
different major challenges for promoted by the use of technological developments to make
contents for analysing the expectation.
Privacy concerns: It will be helpful for manager to understand the different basic
nature and achieve consumers are becoming major enhance growth for aware demand in an
effective manners (Gordon‐Wilson, 2021). It can be related to the different privacy concern
that are associated to achieve systematic in privacy concerns. All is related to achieve
different privacy concern and make a systematic growth in analysing the situation for
concerning about the company.
A consumer trend basically involves the new opinion, new attitude or new opinion or
expectation. With the help of digital technology there has been a better connection among
people. With the use of digital technology, consumers are not connected more as compare to
past years. With the use of smartphones it helps the consumers to purchase products, asking
sales questions and also researching about the products. Social media has played a very
important role in changing and infleuncing the consumer trends. It plays a very important role
and also helps in keeping up with the trends. With digital transformation, customers can
easily find various products at cheap and affordable prices. This helps in providing customer
a more better and realistic image about the product which are willing to purchase.
Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service.
Consumer decision making process is helpful for customers to select the most
appropriate products which are related to the customers need and demand in the market. It

will be helpful for selecting buyer goes through the order to solve to satisfying a needs. Some
of these stages are decision making process:
Need/Problem Recognition: It basically involves the problem or need recognition
which is considered to be one of the most crucial and first step in the procedure as if the
customer do not perceive a need or problem, he will not step ahead to purchase a product. In
this stage, consumer decision-making process for recognizing for the growth to need for the
services or the products. In order to need recognition, promoted internally and externally
result for the growth in same responses. HillBark is the ability for doing great which is
related to identifying the need of the customers like providing food and Spa service within
the hotel at very minimal extra cost.
Information Search: After need the recognition of the customer, it is very important
for the company to work and achieve the motivation to work and motivate with the
customer’s mind (Mogaji, Balakrishnan and Kieu, 2021). In will be related to work with
internal and external challenges for analysing systematic growth in order to satisfying the
need and challenge of the information search.
Evaluation of alterative: It is basically considered to be the third stage in the process
of conusmer buying decision. At this stage, the customers or consumers are evaluating the
available brand options and all of their products on a scale of attributes that basically helps in
delievering the benefit of the customers. After collecting information about the need of the
customers, there are different challenges and need are related to make benefits for the use of
alternative challenges. There are different branding system, suits and make a taste and
preferences for analysing the system in an effective manner.
Selection and Trail: At this stage, customers need to decide if they are willing to buy
the product or not. In context to marketers, they can need to focus on simplifying the
purchases in order to attract the buyers. In context to adverstising, the marketers need to
focus on taking several situations which need to be marketed and combined as a single
package. With the use of different stages to make explored in different options, for
understanding the nature in an effective manners. This process is helpful for analysing the
challenge and achieve the success in an effective manners. All is related to work and make a
selection and tail in the major analysis in the systematic way for considering the major
challenge of the

Purchase Decision: At this stage, marketers need to focus on looking for the
available opportunities that involves various factors and things that are made in favour of the
point of purchase. At this stage, packaging, product pricing and labelling has a major impact
and influene on the stage of the entire process. There are different customer believe for the
growth of products and services to make the systematic purchase in systematic manners. The
hotel is basically helpful for make the purchasing decision, choosing a brand in an effective
manners (Mohammed Taher Hamdan, 2021). This stage is helpful for deciding the need and
amount and time of purchase in an effective to use the purchase decision in an effective
manners.
Post Purchase behaviour: At this stage, the steps involved in the buying process or
all the behaviour determinants need to be taken into consideration at the time of purchases. In
context to marketers, they focus on keeping the consumers happy at each and every stage in
the process of decision making process that also involves the post purchase. This stage is
helpful for post purchase behaviour in an effective manner. To make the basic decision in an
expected performance, for enhance for analysing the products in order to make systematic
growth in the market and achieve appropriate different challenges. It would be helpful for the
growth of customer and make products is better for the growth of expectation to the growth
of customer loyalty.
Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector
The use of customer decision making for the growth of customer’s experience and
make systematic challenges in an effective manners. It would be helpful for make a customer
interaction with the major brand. With the help of customer journey path is helpful for
analysing the customer’s decision and make systematic change in an effective ways. It is very
important for the HillBark to achieve appropriate manners. All of this is helpful for allowing
the customers and make an on boarding the process for effective process (Niedermeier,
Emberger‐Klein and Menrad, 2021). This is different management process is logical order
and buy the journey for the growth in an effective manners. With the help of high
personalised experience in the customer decision making process most of the organisations
are take decision effectively and achieve the desired objective of the firm. As the customers
are the segment of the market, which are helpful for generalising the statement for
recognising the statement and influence the effective consumer decision making process.

All of this may be useful for achieving different scenarios and challenge the need of
the customer by helping them to understand the consumer decision making process in the
respective hotel. With the help of customer journey mapping for the growth in order to make
effective customers understand the nature to experience to get the resolve for ability to
resolve the issues. It would be helpful for analysing the situation for journey the mapping and
analyse the customer’s and make autocratic marketing actions (Rasyida, 2021). It would be
helpful for analysing the systematic change and provide appropriate growth for the use of
technology and make systematic for the use of social and influencing behaviour to purchase
the decision. It would be helpful for generalising the statement and achieve the higher growth
in different challenges in an effective management policies.
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples.
In the hospitality sector, there are different approaches which are related to make
decision making process in an effective nature. It will be helpful for analysing the situation in
an effective manner for attracting B2B and B2C market analysis.
Basis B2B B2C
Meaning This is basically related to
selling goods and services in
between the two business
entities which are useful for
the growth to earn profit.
The transection in between
the seller and customers
related to goods and services
is called B2C services.
Customers Here, the customers are the
business firms who are
wanted to purchase products
and services for completing
their customers demand.
Their customers are the end
users, who are able to
consume different products
and services in an effective
manner.
Relationship horizon This period take time for
long term (Sheikh, 2021).
This is short term time
horizon and it ends when the
customer consume products
or services for the short
period of time.
Buying decision It is a long process, planned
and logical process based on
the needs and effective
issues.
It is very emotional process
that is based on the events
and desire of the customers.
Examples HillBark hotel make a
contract with the tour and
travel agency for sending
their effective vouchers to
their customers.
HillBark hotel, is able to sell
their valuable hotel heritage
service to their customer
with different food, lounge,
spa and other services at
single place.

All of these points show that these two business are related to each other in the
hospitality sector. As HillBark is able to make different platform, in significant manners and
achieve in an effective manner. It would be helpful for managing systematic different
platform for most challenging and appropriate success in different platform (Shin, Fan and
Lehto, 2021). This is the process which is considered for the growth and make systematic
process in most challenging nature. It will be helpful for the most effective customers from
prospective nature.
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.
There are different approaches that are useful for the market research to identify the
different methods and used them for the effective understanding and nature of the market
analysis. This will be helpful for the effective decision making process and addressing the
issue for engaging the time spirit for the essential growth for analysing the changing time and
management process. There are different methods that would be helpful for analysing the role
of company and should be able to address major issues that can be resolve with appropriate
methods. There are different perspective and challenges for analysing and managing the
major concepts for using qualitative and quantitative research methods. There are different
approaches and conceptual market demand for analysing the right decision making process in
the market (Sung, Kim and Choi, 2021). This is the process that can be helpful for the
company and make growth in addressing major issues and work as per the progressive
growth to make systematic changes and applied sources. These factors are the very basic
approaches to go through within the two different type of markets i.e. B2B and B2C market.
For the use B2B market research:
Study of their major competitors: This is related to analysing the market growth
with the use of high competition and analysing their effective marketing approach to gain
more market segment. This research is helpful for the hotel industry to work with more
creativity and provide the best services to their customer and gain the more and more market
segment for the use of periods.
Having interviews: This must be helpful for managing and growing the need for
analysing the work and make quantitative changes. It will be helpful for analysing the small
market place and achieve the growing industry to gain more market segment and achieve the

significant changes on the major decision process. This will make the more significant
approach on the competitors as the hospitality industry are able to analyse their competitor
and choose right decision process (Tupikovskaja-Omovie and Tyler, 2021).
For the use of B2C market research:
Quantitative research: It basically involves the process of analyzing and collecting
the numerical data. The quantitative research is totally contratry of the qualitative research
that basically includes the collection and analzying of the data which is non-numerical data
that basically involves the audio, text and video.
Quantitative research: There are different major concepts for the growth to work on
the online survey. That would be helpful for growth, to address the issue and achieve the
work that must be related to the growth and addressing issues for managing market with
different basic concepts (Zolkepli, Mukhiar and Tan, 2021).
Evaluate how marketers can influence the different stages of the hospitality decision- making
process giving specific hospitality examples
Marketers play a significant role for influencing the different stages of the decision
making process within the market especially in hospitality industry. The researcher team of
the HillBark will try to analyse their customer’s decision making process that actually starts
with the problem recognition process and ends up with the post purchase behaviour of the
customers. Here, the use of marketers can influence the buyers and create the need for the
different products and achieve the high sales promotion in the market analysis. Researchers
can easily influence the first stage of the customer by analysing the need of their tour and
travels for systematic changes in order to address by analysing the next stage for the
information research and business buyers (Whitehead and et.al., 2021). There are different
ways which are helpful for analysing the market and provide the growth in their effective
decision making process. This would be helpful for analysing the marketing demand and
make consumer decision process to analyse the changing needs. HillBark is able to analyse
the major challenges and address the need to work in an effective marketing growth for
considering the major changes which are related to the different marketing approaches and
effective customer decision making process.

Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector.
In order to make the customer decision making process, the researcher choose these
five stages that are related to the need recognition and process of the marketing to help and
strategies the nature of post behaviour purchase within the market. This stage is very helpful
in analysing the market situation and provide the relatable changes in the Hill Bark hotel for
selling their appropriate services and decide to make suitable changes as per the need of their
customers (Zhang and Zhou, 2021). Furthermore, to analyse the marketing situation and
complete the growth in market can be addressed and achieve success by completing different
for analysing the market and make systematic growth in addressing major issues in
systematic order in the market analysis.
Conclusion
From the above reports, it can be concluded that there are various factors which are
used to achieve the pricing strategy and work on the customer’s segment. It will be helpful
for analysing the situation and work on the growth of the customer’s behaviour and their
preferences in an effective manners. With the help of effective customer’s journey path and
its process it plays a very important and helpful role for considering different challenges and
achieving growth in order to analyse systematic process. In addition to that there is need for
work and achieve systematic journey in different platform for gathering and enhancing
information to work in an atmosphere and achieve relatable success in the market.

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